Consumer Brand Preferences Research Articles

The effect of perceived CSR effort on consumer brand preference in the clothing and footwear sector

PurposeThe purpose of this study is to explore the influence of perceived corporate social responsibility (CSR) effort on consumer preference in the case of brands with different CSR histories in the clothing and footwear sector.Design/methodology/approachThis study uses the conjoint analysis method and analyzes a sample of 381 French consumers. Two sports brands were tested in this experiment: Nike and Patagonia.FindingsThe results show that despite the sensitivity of the respondents to the social and environmental conditions involved in the manufacture of the shoes they purchase, they mainly preferred Nike – regardless of its shorter CSR history and significant criticism for social issues in its value chain. Customer recognition of a greater CSR effort by Patagonia does not seem to change this preference.Research limitations/implicationsOne fictional product was tested, and the two selected brands have different levels of recognition by French consumers. To strengthen the external validity of the results, it would be interesting to repeat the study using other, real products and other brands with a similar offer on the market and level of consumer awareness.Practical implicationsThe findings suggest that the ethical dimension of the product should not be put forward as the main selling point, but rather as an added value for the product.Originality/valueAlthough there has been an increasing number of studies of consumer behavior toward ethical attributes in recent years, none to date have compared this behavior for products of ethical brands with different CSR histories.

A Contemporaneous Sample on the Consumer Brand Preferences for Air Conditioners in West Chennai

Market situation in India is highly competitive and surviving in the market requires a lot of insight into understanding the customers and providing the right product at the right price at the right place and at the right time. The complexity increases when the product life cycle is shortened due to changing customer taste and preferences, consumerism, rivalry in the market. Exploring the imperative facts on consumer preferences helps the companies to understand the mind-set of customers. This mind set is based on their knowledge about the product (Positioning), attitude (assertiveness), and intention (purpose). In order to understand the need of the customers, one must understand when, where and what customers buy and how frequently they use it. Hence the knowledge on the customer behaviour in the market would definitely enable the companies to understand and decide the expansion plans for the further course of action. This study used a structured questionnaire for the dealer, wholesalers and the retailers of electronic consumer durables.

An Impact of Advertisements on Purchase Decision of Youth with Reference to Consumer Goods

Advertising is the key for the building, creating and sustaining brands. Advertisements play a major role in persuading, informing and reminding both potential and existing customers towards making a purchase decision. It plays a vital role in shaping dreams and aspirations and helps the customer take a conscious product and brand decisions. Methodology: Advertisements with endorsements create easy remembrance for the customers for the advertised brand or product as the customers associate the brand with the celebrity and can easily register the brand. Measuring the influence of Advertisement in Consumer Brand Preference is very essential for every marketer. Results: If an advertisement does not create any positive change in consumers brand preference, all the resources such as money, time and efforts spent on the advertisement will go in vain. Advertising also helps in creating Top of the Mind Awareness of a brand and aims at facilitating brand recall. Conclusion: The present study focuses on the assessment of the impact of advertisement on purchase of youth with reference to consumer goods.

Consumer Brand Preference in Buying Car in Nepal

The main objective this study is to identify the factors affecting the consumer brand preference in the choice of car in Kathmandu, Nepal. The study examines how the price perception, appearance perception and brand personality affect in the consumer brand preference in the buying of car in Nepalese market. The study focuses on how the consumer preferred to select the car and which factor has the more prominent role for brand preference and selection of car. Primary data has been used in the study. The structured questionnaire has been used for collection of primary data. Convenient sampling technique has been used to collect information from the respondents and 265 respondents have been taken from customers buying car in Kathmandu. Descriptive statistical analysis, correlation analysis and path analysis have been used to diagnose data collected to draw valid conclusions using SPSS AMOS 21. Price perception, appearance perception and brand personality are taken as independent variables to explore the degree of relationship with consumer behavior and to explore the impact of these variables on consumer behavior while making decision to purchase a car. Correlation showed that all independent variables have significant relationship with dependent variable. The path analysis showed that there is a significant impact of appearance perception and brand personality on consumer behavior in buying of car but price perception has no significant impact on consumer behavior in buying of car in Nepalese market.

Impact of Brand Equity on Consumer Brand Preference and Brand Purchase Intention

Product differentiation has become a difficult task for the marketers because of the increasing number of brands in the market. It is also noted that, the product differentiation which gets it basis from the brand i.e. brand equity, turns out to be more effective than others. This is the reason why the marketers are emphasizing more on strengthening the brand equity of a brand. A conceptual framework was constructed to measure the impact brand equity has from all the other components under brand equity. Furthermore, consumer brand preference and consumer’s brand purchase intention were also studied along with the effects of brand equity on them. The sample size was chosen 385 and it was quite responsive; only 5% of them did not respond. The prior studies were used in developing the constructs by making sure their applicability and validity in recent times. Likert scale was used in the questionnaire to get the answers from respondents. The data was collected on the basis of convenience sampling. Model was analyzed completely after conducting the preliminary analysis. Then hypotheses were analyzed on basis of regression which ruled out only one out of seven.

Relationship among Susceptibility to Global Consumer Culture, Image, Brand Preference, and Purchase Intention

Relationship among Susceptibility to Global Consumer Culture, Image, Brand Preference, and Purchase Intention

Consumer Preferences, Cannibalization, and Competition: Evidence from the Personal Computer Industry

Understanding the degree of cannibalization and competition in online and offline markets is important to firms’ product line designs. However, few empirical studies have measured both effects simultaneously or have examined the factors that determine the extent of cannibalization and competition. In this study, we develop an empirical model to identify cannibalization and competition effects simultaneously in different markets, and further examine the impacts of consumer preferences on these two effects in a single integrated framework. Using data from the U.S. personal computer (PC) industry, we find that the online market exhibits stronger cannibalization and competition than the offline market. Both effects are significantly influenced by consumers’ search behaviors and brand preferences. Specifically, more active consumer search not only intensifies inter-brand competition but also amplifies intra-brand cannibalization. In addition, search has a higher impact on cannibalization than competition. Stronger consumer brand preference mitigates inter-brand competition, but its effect on intra-brand cannibalization varies for different consumer segments. In markets consisting of more high-end consumers, the intra-brand cannibalization increases with consumer brand preference, while, in contrast, in markets consisting of more low-end consumers, the intra-brand cannibalization decreases with consumer brand preference. The differences in consumer search and brand preference explain a significant fraction of the variations in both cannibalization and competition between different PC markets.

The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator

The rationale of the study lies in investigating the role of brand rejuvenation on consumer purchase intention, it also emphasizes digging the mediating effects of brand attitude on brand rejuvenation and consumer purchase intentions. Quantitative research was carried out for understanding the rationale behind consumer brand preferences, their attitude, and purchase intentions. This study employed positivism; deductive approach in which collected quantitative and numerical data were tabulated and analyzed statistically in order to facilitate and test the detail set of hypotheses for the purpose of reaching objective truth. SPSS computer software was employed along with multiple regression and correlation analysis were carried out for testing and checking hypotheses and model fitness respectively. Dual statistical techniques i.e. Barron and Kenny’s (1986) and Preacher and Hayes (2008) were applied for checking mediation effects of the study. All the variables were significantly correlated with each other which clearly indicates the importance of brand rejuvenation, brand attitude and purchase intentions.

Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences

Anthropomorphizing a brand (i.e., imbuing a brand with humanlike features) serves as an important brand positioning strategy for marketing managers. This research identifies a key brand anthropomorphization strategy—positioning a brand as either oriented to interact with consumers or not. Managers generally rely on this brand interaction strategy to enhance consumer brand engagement regardless of the social context. However, given that consumers often experience brands in a social context, this research demonstrates that social crowdedness moderates the positive impact of interaction-oriented anthropomorphized brands on consumer brand preferences. Specifically, the authors show that consumers’ inferences of an anthropomorphized brand's intentionality to interact with them in a socially crowded context trigger greater social withdrawal, thereby resulting in lower preferences for the brand. The authors further demonstrate that the core negative effect of social crowdedness is contingent on the type of crowding (goal-related vs. goal-unrelated). In particular, a goal-related crowding decreases social withdrawal reactions, which, in turn, leads to greater preferences for interaction-oriented anthropomorphized brands relative to brands with other positioning strategies. In contrast, the effect of social crowdedness on consumer preferences for interaction-oriented anthropomorphized brands remains negative in goal-unrelated crowded settings.

The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator

The rationale of the study lies in investigating the role of brand rejuvenation on consumer purchase intention, it also emphasizes digging the mediating effects of brand attitude on brand rejuvenation and consumer purchase intentions. Quantitative research was carried out for understanding the rationale behind consumer brand preferences, their attitude, and purchase intentions. This study employed positivism; deductive approach in which collected quantitative and numerical data were tabulated and analyzed statistically in order to facilitate and test the detail set of hypotheses for the purpose of reaching objective truth. SPSS computer software was employed along with multiple regression and correlation analysis were carried out for testing and checking hypotheses and model fitness respectively. Dual statistical techniques i.e. Barron and Kenny’s (1986) and Preacher and Hayes (2008) were applied for checking mediation effects of the study. All the variables were significantly correlated with each other which clearly indicates the importance of brand rejuvenation, brand attitude and purchase intentions.

The Formation of Consumer Brand Preferences

Brands and brand capital have long been theorized to play an important role in the formation of the industrial market structure of consumer goods industries. We summarize several striking empirical regularities in the concentration, magnitude, and persistence of brand market shares in consumer goods categories. We then survey the theoretical and empirical literatures on the formation of brand preferences and the ways in which brand preferences contribute to our understanding of these empirical regularities. We also review the literature on how brand capital creates strategic advantages to firms that own established brands.

A Study on Consumer Brand Preference with Reference to DTH in Rural Area

Indian rural market has a vast size and demand base. Considering this huge potential markets, companies started to concentrate more on this markets. One of them is DTH service, the offerings given by cable is not enough so the evolution of DTH came into existence. And its impact is now spread to rural markets also. Though it is a fact the buying behavior of any product or brand is based on the brand preference factors of a consumer. The study reveals the relationship between consumer brand preferences with purchase decision of customers towards DTH services. Finally the researchers found that most of them go with DTH rather than cable, because of its poor network and facilities. Objectives: The objectives of the study are to find the association between demographic factors and brand preference of the respondents of DTH users in rural areas; to study the variation between demographic factors and brand preference; to understand the effect of study variables such as cost, features, convenient services and support facilities on brand preference, to examine the relationship between brand preference and purchase decisions and to find out the effect of brand preference on purchase decisions. Method/Analysis: The researchers have collected primary data from 100 respondents from the customers of DTH by applying the structured questionnaire. The statistical tools such as Chi square test, one-way ANOVA and regression analysis were adopted for analysis purpose. Findings: There is association between the demographic factors viz., age, area, monthly income of the respondents with the Consumer Brand Preference. The research results also revealed that there is no association between the gender of the respondents and the Consumer Brand Preference. From the regression results, the researcher found that the Brand preferences do not vary with the demographic factors namely gender, age and area of the respondents. The results also revealed that the Brand preference do vary with the income of the respondents. The results revealed that there is a significant relationship between Consumer Brand Preference and Purchase Decision. There is a significant effect of Consumer Brand Preference on Purchase Decision. Applications/Improvements: The DTH has to consider the suggestions out the study results for further improvement in sales and services by comparing with other competitors. The study will enhance the organization to come out with best outcomes.

Brand Preferences of Rural Customers - An Empirical Approach

Objectives: The current study focuses on the brand preferences of rural consumers towards FMCG goods. The Fast Moving Consumer Goods (FMCG) sector is an essential element of human life. All the FMCG companies are penetrating towards rural markets in India, because of the lifestyle and purchase behavior of Indian rural customers are predominant and changing. The market share of FMCG is influenced by the middle and lower income group of people. The current study focuses on the brand preferences of rural consumers towards FMCG goods. Methods/Analysis: The data have been collected with the help of structured questionnaires from 200 rural customers. The simple random sampling method was followed by the researcher and the data was collected from Papanasam, Budalur, Orattanadu, Reddipalayam and Thiruvaiaru. The two hundred data collected from rural customers of Thanjavur have been analyzed by using SPSS software. Descriptive statistics, factor analysis and regression analysis were carried out. Findings: The major findings are out of the six factors of brand preference – Relationship, Consistent, Usage, Availability, Reliable, Efficiency, Value towards purchase intention of rural customers towards FMCG goods explained in the model, Reliable (B = 14.6%), Value (B = 27.2%) are statistically significant in predicting the purchase Intention. Applications/Improvements: The current study analyzes the factors influencing the purchase intention of the rural consumers from the perspective of branding which helps the marketers in formulating various promoting strategies.

Factors Effecting Consumer Brand Preferences in Automobile Industry

Factors Effecting Consumer Brand Preferences in Automobile Industry

Influence of consumer personality, brand personality, and corporate personality on brand preference: an empirical investigation of interaction effect

Purpose – The relationship between brand personality and consumer personality has become a researched issue in recent years. It is viewed that marketers start the dialogue with consumers through personality route by building brand personality in line with consumers’ own personality traits. Moreover, in the midst of stiff competition, role of corporate personality, as a component of corporate identity, has been considered instrumental behind the success of the organization. As a result, there might be a possibility that other than his/her own personality traits, a consumer’s brand preference may be influenced by both brand personality and corporate personality of the said brand marketer. So, the predictive roles of individual personality, brand personality, and corporate personality on consumer-brand preference formation need to be empirically investigated so that the same may be addressed strategically. However, as per knowledge of the researcher, no empirical study has been made to investigate the predic...

RELATIONSHIP BETWEEN BRAND PREFERENCE AND CUSTOMER DEMOGRAPHIC PROFILE: A STUDY OF TELECOM SECTOR

Understanding brand preferences of consumers has always been an area of great interest for brand researchers and marketers. This study has been undertaken to explore the relationship between the demographic variables and brand preferences of consumers for different telecom services of BSNL and RCOM. This research is descriptive and quantitative in nature. For the purpose of this study, a non-random sampling technique - convenient sampling method was used to select the sample. Total 422 consumers' data was collected from four different cities in western Uttar Pradesh. Out of which 400 questionnaires were considered fit for data analysis. PASW.18 was used for the purpose of data analysis. The study finds that demographic variables have association with the consumer brand preference for various telecom services offered by BSNL and RCOM.

Consumer Brand Preference towards Mobile Phone: Effect of Mobile Phone Attributes on Purchase Decision

A consumer sets a frame of preferences in his/her mind to choose or purchase a product or service of same or different brands or producers. Keeping in view the frame of references the present paper is an attempt to study the attributes affecting the purchase decision of consumers towards the purchase of the Mobile Phones and to recommend the policies which may be adopted by the advertisers to enhance awareness among the buyers. The study used primary data collected from a sample of 84 consumers with the help of a questionnaire and found that consumer perceived that Technical Features are most considered attributes of mobile phone followed by Looks, Image & Resource; Entertainment plays a significant role in taking the decision to purchase Mobile Phones. Hence, it may be recommended that the producers or marketers should made mobile phone with enhanced technical features that results in image building of buyers in the society. Key wordsattributes, brand, consumer preference, entertainment, technical feature.

A Cognitive Brand Positioning Exploration with Data Mining

Globalization takes every consumer in the world to look at branding. Even at rural market Multinational companies do their business. In early days, a product produced locally was distributed to the local market. But the current scenario provides an opportunity to the customer to choose a particular product from a variety of manufacturer and supplier. Here brand positioning plays a vital role. Consumer preferences vary based on the individual tastes, as measured by utility, of various bundles of goods. Coconut oil is preferred by the world for its nourishing nature. It becomes a staple product. It is taken as edible oil for cooking, hair toning oil, massage oil, cosmetic oil, etc. It is also preferred as a raw material for preparing other products such as lotion, cream, medicines. It can be consumed internally and externally. It is marketed by both branded and unbranded companies. Because of its wide importance in the market, it is decided to analyze the coconut oil market consumer brand preferences. For which, a survey was conducted in and around Coimbatore city with about 500 respondents of different category. Now-a-days, Data mining plays an important role in market analysis. Data mining based F-means clustering method is used to analyze the result. It is found that consumer has given importance for the quality and prefers branded coconut oil when compared to others.

HOW DOES MULTIPLE FOOD GROCERS AFFECT SHOPPING CENTRE PERFORMANCE IN SOUTH AFRICA? PERCEPTIONS OF OWNERS, RETAILERS AND CONSUMERS

Ponte Academic JournalDec 2016, Volume 72, Issue 12 HOW DOES MULTIPLE FOOD GROCERS AFFECT SHOPPING CENTRE PERFORMANCE IN SOUTH AFRICA? PERCEPTIONS OF OWNERS, RETAILERS AND CONSUMERSAuthor(s): Chris E Cloete ,Hein du ToitJ. Ponte - Dec 2016 - Volume 72 - Issue 12 doi: 10.21506/j.ponte.2016.12.41 Abstract:Exclusivity clause practices by South Africa’s major food retail chain groups as well as wholesale traders have led to concerns about the potential exclusion of new market entrants, reduced competition between supermarkets and broader competitors and the detrimental effects on consumers. Analysis based on comprehensive qualitative survey and interview based research revealed congruence between the perceptions of shopping centre owners and consumers, but less so with the preferences of food and grocery retailers that are, almost without exception, reveal exclusivity aspirations. These preferences appear to be founded on widely diverging motivations: whereas shopping centre owners strive towards increased market share, research suggests that the consumer reveals an affinity to convenience, choice and access to preferred brands – although the loyal consumer (perhaps more so the cash strapped and heavily indebted lower and middle income segments of the market) may be swayed from a preferred brand in search of the occasional ‘bargain’. Whereas a shopping centre anchored by a multiple grocer offering may well have an enhanced power of attraction over its single grocer peers, food and grocer retailers persist with the argument that – in spite of distinct consumer brand preferences – the differentiated food and grocer retail brands offer a relatively homogenous product and the best way for such retailers to retain market share, in their view, is by keeping the competition out. Download full text:Check if you have access through your login credentials or your institution Username Password

The Formation of Consumer Brand Preferences

Brands and brand capital have long been theorized to play an important role in the formation of the industrial market structure of consumer goods industries. We summarize several striking empirical regularities in the concentration, magnitude and persistence of brand market shares in consumer goods categories. We then survey the theoretical and empirical literatures on the formation of brand preferences and how brand preferences contribute to our understanding of these empirical regularities. We also review the literature on how brand capital creates strategic advantages to firms that own established brands.